social media strategy presentation at dubbo ignite
TRANSCRIPT
Social Media Strategy Workshop
Dubbo Regional Council’s Ignite Program
Thursday 23rd March 2017
• Designed to help Dubbo businesses establish an understanding of the importance of social media to the success of their business
• Workshops and One-on-One coaching
Introduction to Dubbo Regional Council’s Ignite Program
Laila Hage-Ali
With over a decade working in the marketing industry Laila has the unique ability to seamlessly blend strategic business objectives with practical yet innovative marketing solutions to assist any organisation achieve its goals.
Samantha Singer
An integrated marketer, Samantha has a wealth of experience gained from working across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working on integrated marketing solutions. Her strength lies in her attention to detail and efficiency.
Today’s Speakers
Samantha SingerLaila Hage-Ali
FREE One-on-One CoachingSenior Marketing Consultants
One-on-One Coaching:
Wednesday 22nd MarchThursday 23rd MarchTuesday 28th MarchWednesday 29th MarchThursday 30th March
Customised action plan
2 Minute Introductions
What would you like to achieve from this workshop?
• Australia in online• What is Social Media?• Which Social Media channels are relevant for which audiences?• Getting to you know your clients• Social Media tips & tricks for success• Scheduling• Analytics• SMM• Q & A
Session Overview
Why online is important• There were approximately 20.5 million internet
users in Australia at the end of June 2016.• That’s 85.1% of the Australian population • Most of us go online more than once a day
Why Social Media is important• The Australian Population is on Social Media.• Of our approx. 24.25 million Australian citizens
there are 15 million monthly active users on Facebook.
• That’s 61% of the total Australian population that’s active monthly on Facebook alone.
Statistics compiled by SocialMediaNews.com.au for November 2016
For millennials only?
Sensis Social Media Report 2016
You’re familiar with these, right?
So how often are they used?Facebook – 15,000,000
YouTube – 14,700,000
Instagram – 5,000,000
Snapchat – 4,000,000 Daily
LinkedIn – 3,600,000
Twitter – 2,800,000
Do you also know these?
Lesser known platforms - usage
5. Tumblr – 4,000,0008. Flickr – 520,0009. Pinterest – 280,00010. Google Plus – 60,000 monthly11. Digg – 12,00012. Periscope – 9,500
Time for a Deep Dive
What is social media?• Interaction amongst like-minded users online• Content: create, share, engage • Part of the overall marketing mix• Requires its own unique communication style• Brands and businesses need to be engaging and
resonate with their followers
So how do you get what you want out of it?
• Marketing 101• Know your goal• Have SMART Objectives• Identify your audience• Run a competitor analysis• Present yourself effectively
Know your Goal:Increase website traffic: Share your web content on Social and drive traffic to your website with calls to action.
Increase sales: Social Selling has taken off. Customers enjoy conversations, transparency, and a bit of ‘give and take’; the more interested you are in your customers, the more interested they will be in your brand.
Know your Goal:Increase newsletter sign-ups: Keep your leads ‘warm’ by updating them with your latest offers/company news.
Improve customer service: These days, many people will vent on social media before even picking up the phone, so it’s important that you have procedures in place to deal with complaints effectively and efficiently.
Know your Audience
Who are you targeting?
Represent yourself Effectively
HINT: pinterest.com/melindabp/window-display-ideas/
Your “Instore” Layout
Facebook Profile Elements
How engaged are you?• Which channels are your target audience using?• Content – are your posts engaging and shareable?
SMALL BUSINESS?You don’t need to do it all
• Launched in 2003• Bought by Microsoft in 2016 for USD $26.2 billion• Over 106 million monthly active users
LinkedIn• LinkedIn is where you want to share your Business related content.• The more ‘serious stuff’• Key Tip: Look at your marketing objectives over the next 6-12 months.
Think of the people you need to connect with to achieve those results and use LinkedIn to connect with those individuals.
Keen to learn more about
LinkedIn marketing?
Come along to a 1:1 session!
YouTube• Launched in 2005• Bought by Google in 2006 for USD $1.65 billion• Over 3 billion searches per month• 2nd largest search engine in the world
What can you do with VideoDemonstrate Products/ServicesYour customers can see what they’re getting in action before they buy
Create CommunityYouTube is a tool to share and engage with customers. Give your customers a way to get to know you and your brand
Demonstrate ExpertiseBuild your reputation as an expert in your field.
Facebook• Founded in 2004; Mass launched in 2006• Over 1.8 billion monthly active users• The most popular social networking site in the world (by
number of active users)• In 2016 Facebook launched Facebook Live
Keen to learn more about Facebook
marketing?Come along to a 1:1 session!
FACEBOOK LIVE
• Broadcast to the largest audience in the world• Interact with viewers in real time• New way to reach your audience• Connect—instantly• Fun, creative filters
Twitter• Launched in 2006• Over 310 million monthly active users• Growth declined in 2015• In 2016 Twitter changed its character limit – no
longer counts links and images
Instagram• Launched in 2010• Bought by Facebook in 2012 for USD $1 billion• Over 500 million monthly active users• 90% of Instagram users are younger than 35
Snapchat• Launched in 2011• Over 150 million daily active users• 73% of Snapchat users are Millennials
Pinterest• Launched in 2010• Over 150 million monthly active users• 85% of Pinterest users are female
Google +• Launched in 2011; Several redesigns since• Over 111 million monthly active users• 60% of Google+ users are male
Periscope• Launched in 2015; Owned by Twitter• 10 million + accounts• In 2016 Periscope launched GoPro live streaming
Social Media Strategy
Strategic planWho are we hoping to engage?
Why will they join?How will we engage them?
What is our social media purpose?What are our content pillars?
What are our content themes?What is our unique tone of voice?
What is our personality/character on social media?
What are we FOR and what are we AGAINST?What are our rules of engagement?
Action steps• Set targets and objectives• Identify channels• Agree frequency• Allocate resources• Plan on a page
Activity Two: Choose Your Channels
SOCIAL MEDIA SPEAK
Considerations• Targeted communications: inspire, inform, engage
and convert• Create an emotional pull• Tone of voice: project your brand personality
Targeted communications
Emotional pull
Tone of voice
The average consumer sees 3,500 marketing messages
each day.
99% are ignored.
Guardian Research
CONTENT DEVELOPMENT
Considerations• Brand pillars• Message categories• Content pillars• Content themes
What content is relevant?• Quotes: Humorous, inspiring or motivational quotes
always have great customer engagement• Behind-the-scenes photos: Take candid shots of
your employees, or snap a shot of your shopper in action (with approval of course)!
• Statistics or data: Share new, relevant industry statistics (these perform great in terms of retweets and shares)
What content is relevant?• Post a branded image: Post a funny or inspirational
image with your logo or website URL on it. • Infographics: Find an infographic your followers
would appreciate. • Product photos: These work best on sites like
Pinterest or Instagram. Think about how you can add a unique angle to the shots (e.g. an employee actually using the product, a customer-submitted photo, etc.).
A note on hashtags…• Focus on a few strategically chosen hashtags to
increase content presence and reach new audiences
• Hashtags shouldn’t be too long or too corporate• Hashtags shouldn’t always be included mid-post –
think about readability
User generated content• People trust people, not brands• Provide opportunities for customers to share your
business / products via their own social media• Provide opportunities to acquire and connect with
customers on an ongoing basis
Example:BRAND PILLARS Key Messages
CONVENIENCE XX is available 24/7 and services all areas of metropolitan Sydney
SERVICE XX promises to deliver a prompt, quality and reliable service
PRICE XX is competitive on price and will beat any competitors price
MESSAGE CATEGORIES
Weighting CONTENT PILLARS
PRODUCTS & SERVICES
60% XX for homes
XX for businesses
TACTICAL 20% Deals & Special Offers
Competitions & Promotions
Events
AUTHORITY 20% Tips & Suggestions
Case Studies
Leverage News Agenda
CONTENT THEMES
#SydneyXX
Here For You
#PriceMatch
Tips:• Use free online tools like Canva to create
professional looking cover images and designs posts• Source high quality images from Shutterstock• Use the Facebook Image Text Check
(facebook.com/ads/tools/text_overlay) to check whether your post images pass the 80/20 rule
What content on which social platform?
How are Retailers succeeding with Social Media
Lorna Jane
Samsung Australia
CONTENT SCHEDULING
When to post
Facebook newsfeed rankings
Content Scheduling
Content calendar
ANALYTICS
Analytics
Reporting• Fans/followers• Reach• Engagement (incl. including engagement rate)• Customer response• Trends & content learnings
Analyse & perfect
PAID MARKETING (SMM)
SMM
Online advertising• Brands and businesses in Australia spend more
advertising dollars online, than in any other channel• 45% of all adspend in Australia is spent online –
almost $6 billion annually
Social Media Marketing
LinkedIn• Sponsored Content• Sponsored InMail• Dynamic Ads• Text Ads
YouTube• Display Ads• In-Video Ads• Pre-Roll Video Ads
Facebook• Page Post Engagement• Page Likes• Clicks To Website• Website Conversions• App Installs• App Engagement• Event Responses
• Offer Claims• Video Views• Local Awareness• Slideshows• Carousel Adverts• Dynamic Ads• Lead Ads
Twitter• Followers Campaign – CPA • Website Card – CPC • App Card – CPD• Promoted Tweets – CPE • Video Views – CPV • Leads Campaign – CPL
Instagram• Photo Ads• Video Ads• Carousel Ads
Snapchat• Snap Ads• Sponsored Geofilters• Sponsored Lenses
Next Steps
Laila Hage-Ali02 9458 [email protected]
Samantha Singer02 9458 [email protected]
Sign up for our free One-on-One coaching